Transcript The NHRA Fan

Ultimate Sensory
Experience
6 Gs
0 to 100 mph
OF ACCELERATION
IN LESS THAN ONE SECOND
Extreme Speed and
Performance
330 mph
RACING SPEEDS
7000
HORSEPOWER
Ultimate Environment for
Fans and Sponsors
Ability to Meet Drivers
and Watch them Work
Diversity
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NHRA has a long history of diverse racers and race fans
ANTRON BROWN
TONY PEDREGON
ANGELLE SAMPEY
ASHLEY FORCE
Pro Stock Motorcycle
Funny Car
Pro Stock Motorcycle
Top Alcohol Dragster
World’s Largest Motorsports Organization
80,000 members
300,000 participants
140 NHRA Member Tracks
5,000+ events annually
1.5 million side-by-side races per year
The NHRA Fan
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According to Scarborough Research, 33.8 million or 15.3% of the US population has
an interest in NHRA Drag Racing
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
The NHRA Fan: A Summary
78.0% (161)
Male
22.0% (43)
Female
Age 18 - 24
17.0% (130)
20.1% (114)
Age 25 - 34
33.5% (113)
Age 35 - 49
67.5% (110)
Household Income $30K - $99K
77.1% (107)
White
African American
Hispanic
7.5% (73)
10.6% (86)
43.7% (101)
Single
56.3% (99)
Married
61.2% (111)
Household size 3+
44.9% (111)
1 or more children in HH
1 or more teenagers in HH (12 - 17)
22.4% (110)
56.7% (112)
HH spent $100+ on groceries past w eek
0.0%
(INDEX)
Market Average= 100
20.0%
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested)
40.0%
60.0%
80.0%
100.0%
The NHRA Fan: Intend to Purchase
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NHRA fans are more likely than the US population to plan purchases of the following:
(INDEX)
Market Average= 100
130
HH ow ns pool / spa
133
Computer
126
Digital camera
138
House / condo
Household plans to
buy next 12 months
134
Luxury vehicle
136
Major appliance
126
MP3 player
113
Vacation home
136
Wireless phone
0
25
50
75
100
Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested)
125
150
The NHRA Fan: Lifestyle Activities
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NHRA fans are more likely to engage in active, outdoor lifestyle activities
117
Bicyling
123
Bow ling
149
Camping
(INDEX)
Market Average= 100
185
Fishing
259
Hunting
119
In-line skating
171
Pow er boating
252
Snow boarding
122
Team sports
0
50
100
150
200
250
Questions: Item household owns (pool / spa) / Items household plans to buy in the next 12 months
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested)
300
The NHRA Fan: By Region
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Because of its grassroots development, NHRA is truly a national sport with broad
geographic distribution
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested)
The NHRA Fan: Versus NASCAR
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Cross over with NASCAR is relatively low:
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Only 12.7% of NASCAR fans are avid fans of NHRA
Key demographic differences: NHRA fans are more likely to be
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Age 18 – 24
Black / African American
Hispanic
Household size (+ 3)
Household spent $100+ on groceries
+ 31%
+ 10%
+ 28%
+ 7%
+ 8%
Younger, more diverse, live in larger households
and have greater purchasing power
Source: Scarborough Research 2005 (Fan = Very or Somewhat interested, Avid Fan = Very interested)
NHRA POWERade Drag Racing Series
23 national events
2,000,000+ spectators annually
35 of 50 DMAs
All national events televised on ESPN2
Unmatched Geographic Reach
NATIONAL EVENTS
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Los Angeles, CA
Phoenix, AZ
Gainesville, FL
Houston, TX
Las Vegas, NV
Bristol, TN
Atlanta, GA
Columbus, OH
Topeka, KS
Chicago, IL
Englishtown, NJ
St. Louis, MO
Denver, CO
Seattle, WA
Sonoma, CA
Minneapolis, MN
Memphis, TN
Indianapolis, IN
Reading, PA
Dallas, TX
Richmond, VA
Las Vegas, NV
Los Angeles, CA
NHRA Markets where NASCAR is not
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Denver, CO
Houston, TX
Memphis, TN
Minneapolis, MN
Seattle, WA
St. Louis, MO
National DRAGSTER
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Official magazine of the NHRA
48 issues printed annually
80,000 subscribers
Nearly 350,000 avid weekly readership
Exposure through race / event mentions
and continuous photo coverage
89% of readers refer to National
DRAGSTER when making a buying
decision
$1.5 billion spent annually by National
DRAGSTER readers in the automotive
after-market
Source: Lewis & Clark Research 2005
NHRA.com
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1.5 million unique visitors per month
30 million page views per month
The Source of NHRA News:
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News and event coverage
Schedules
Up-to-the minute qualifying
and race results
Current standings
Ticket information
Driver, team and sponsor info
Multi-media
# 2 Motorsport in America
Favorite Type of Auto Racing
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NHRA ranks a clear # 2 as favorite type of auto racing behind NASCAR (58.4%)
15.0%
13.1%
10.0%
6.1%
6.0%
5.0%
1.4%
0.0%
NHRA
F1
IRL
Question: What is your favorite type of racing?
Source: ESPN Sports Poll 2005
Champ Car
ESPN2 Partnership
NHRA Broadcast Exposure
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11 year strategic partnership with ESPN2
Exclusive television agreement with ESPN2 through 2011
Nearly 90 million household coverage via ESPN2
Nearly 200 hours of original NHRA programming
All 23 NHRA POWERade Drag Racing Series events are broadcast live or on a same
day basis on ESPN2
More than 130 hours of original NHRA POWERade Drag Racing Series programming
41 NHRA 2Day magazine shows
16 NHRA Lucas Oil Drag Racing Series shows
Launch of NHRA ESPN2 HD in June 2005 with the NHRA POWERade Drag Racing
Series event in Englishtown, NJ
ESPN2 Partnership
NHRA Viewership

In a flat to declining sports market, NHRA National Event viewership increased 60%
in 2005 versus 2000
70.0
63.8
Total Viewers (Millions)
60.0
50.0
40.0
40.0
30.0
20.0
10.0
0.0
2000
NHRA National Event viewership = POWERade, Lucas Oil & NHRA 2Day broadcasts
2005
ESPN2 Partnership
NHRA 2Day Viewership
NHRA 2Day viewership increased 46% in 2005 versus 2001
20.0
16.8
15.0
Total Viewers (Millions)

11.5
10.0
5.0
0.0
2001
2005
ESPN2 Partnership
2005 TV Viewership Increase
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NHRA 2Day viewership increased 17.8% in 2005 compared to 2004
NHRA POWERade Drag Racing Series final eliminations viewership was up 18.9% in
2005 versus 2004
Total NHRA POWERade Series race weekend viewership is up 11.8%
2005
NHRA 2DAY
Number of shows
Total Viewership
Average per show
% Change
POWERADE (FINALS)
Number of shows
Total Viewership
Average per show
% Change
2004
41
16,832,771
410,555
41
14,285,109
348,417
17.8%
23
20,161,142
876,571
18.9%
23
16,957,781
737,295
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RACE WEEKEND
(POWERADE + NHRA 2Day)
Total Viewership
Average per show
% Change
42,445,130
1,845,440
11.8%
37,951,962
1,650,085
Sponsor Satisfaction
SportsBusiness Journal
NHRA achieved top scores in sponsor satisfaction
CATEGORY
 Offer good value for the money
 Focus on strong return-on-investment
 Offer good value-added programs
 Satisfaction with teams / events
 Athletes enjoy a good reputation with sponsors / fans
 Easy to coordinate programs between league and teams
 Provide in-venue assets
 Client centered and service oriented
 Responsive to sponsor as a customer, understand our objectives
 Media package meets needs
AFL
CART IRL LPGA Minor League Baseball
MLS NASCAR NBA NCAA NFL NHL
Source: Street & Smith’s SportsBusiness Journal 2003 (League Report Card)
RANK
#1
#2
#2
#2
#2
#3
#3
#4
#4
#4
Minor League Hockey MLB
NHRA PGA WNBA
Sponsor Loyalty & Affinity
Sponsor Affinity
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NHRA fans demonstrate high sponsor loyalty
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98% of attendees feel positively about companies that sponsor the NHRA
89% of attendees try to support companies that sponsor the NHRA and NHRA race teams
All things being equal, 88% of attendees are likely to purchase the product of a NHRA
sponsor over that of a non-sponsor
66% of NHRA fans stated they have switched brands because the brand they switched to
was a sponsor of the NHRA
NHRA fans actively try new NHRA Sponsor products, services and promotions
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Over 90% of NHRA fans are likely to try a new product, service or promotion for the first time
if it’s a sponsor of NHRA
89% of attendees are likely to take part in a promotion linked to the NHRA
▪
45% of attendees stated they were “Very Likely” to take part in a promotion linked to the NHRA
Source: EventCorp Services, Inc. 2003 - 2004
Media Exposure
Expanded Media Coverage
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Expanded coverage in USA Today leading up to and after the race weekend
Relationship with AP to send story and photo on national AP Sportswire
Expanded relationship with Street and Smith’s SportsBusiness Journal
Increased exposure in automotive enthusiast publications including Autoweek, Motor
Trend, Hot Rod, Racer Magazine, etc.
Expanded coverage in weekly motorsports columns in major dailies across the
country
More coverage on ESPN platforms including ESPN News, SportsCenter, ESPN’s
bottom line, ESPN.com, ESPN 360, ESPN2 HD, ESPN The Magazine, ESPN The
Weekend, ESPN Mobile
Media Entertainment
Expanded Media Entertainment
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A&E “Driving Force” Show
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American Dragster Reality Show
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New reality show launching in July 2006
Featuring John Force and racing daughters
Multi-million dollar marketing campaign backing show
Most watched series premier on network since 2004
New reality show following the trials and tribulations
of an NHRA team during the course of the year as
they try to win a world championship
Debuts on ESPN2 in April 2006
Disney “Right on Track” movie
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NHRA O’Reilly Jr. Drag Racing League themed
Aired on Disney channel in March / April of 2003
Watched by more than 50 million people
Voted “Most Awesome Sports Movie”
by Disney viewers
Sponsor Base
Strong Sponsor Diversification
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Unprecedented sponsor interest in sport of NHRA Drag Racing
New “non-endemic” sponsor involvement
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Key NHRA initiative to continue to diversify sponsor base and mainstream sport
The NHRA Fan: Gender
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NHRA has a strong male fan base, but also appeals to women
100.0%
80.0%
78.0%
60.0%
40.0%
22.0%
20.0%
0.0%
INDEX
Men
Women
161
43
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
The NHRA Fan: Age
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NHRA fans are found in all age brackets, with over 70% between 18 – 49 years
40.0%
33.5%
30.0%
23.7%
20.1%
20.0%
17.0%
10.0%
5.7%
0.0%
INDEX
18 - 24
25 - 34
35 - 49
50 - 64
130
114
113
105
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
65+
33
The NHRA Fan: Household Income
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NHRA fans reflect the middle class, with 68% having incomes between 30 – 100K
36.9%
40.0%
30.6%
30.0%
20.1%
20.0%
8.2%
10.0%
4.2%
0.0%
$29,999 or less
INDEX
88
$30,000 $49,999
$50,000 $99,999
$100,000 $149,999
$150,000+
109
112
83
71
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
The NHRA Fan: Ethnicity
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NHRA fans reflect broader diversity versus other motorsports
100.0%
80.0%
77.1%
60.0%
40.0%
20.0%
7.5%
10.6%
1.4%
3.4%
Asian
Other
60
121
0.0%
White
INDEX
107
Black
73
Hispanic
86
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
The NHRA Fan: Education
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76% of NHRA fans have a high school education or some college
46.4%
50.0%
40.0%
29.9%
30.0%
20.0%
12.0%
11.7%
10.0%
0.0%
Some High School or
less
INDEX
106
High School
128
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
Some College
College+
104
49
The NHRA Fan: Household Size
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Over 60% of NHRA fans live in households of 3 or more
35.0%
29.3%
30.0%
23.2%
25.0%
21.0%
20.0%
14.2%
15.0%
9.5%
10.0%
2.8%
5.0%
0.0%
INDEX
1
2
3
4
72
92
117
113
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)
5 or 6
7+
104
94
The NHRA Fan: Grocery Expenditures

Nearly 60% of NHRA households spend more than $100 per week in groceries
40.0%
34.9%
29.3%
30.0%
21.8%
20.0%
7.3%
10.0%
3.6%
0.0%
Less than $30
INDEX
79
$30 - $49
$50 - $99
$100 - $149
$150+
75
91
113
109
Source: Scarborough Research 2005 (Interest = Very or Somewhat or A little bit interested)